Environmental claims in advertising.  Is green a grey area?

Rising complaints

The Advertising Standards Authority (ASA) has seen a huge rise in the number of complaints about environmental claims in ads.  Our own consumer research has shown that awareness of green issues is high but there is also confusion and a lack of basic understanding about environmental claims and what they really mean.   ASA adjudications have set standards for a range of environmental claims in advertising.  These include carbon claims, claims about environmental impact and claims about emissions.  It is vital that the ASA maintains standards in advertising and consumers are not misled, but does the strict regulation of green claims help or hinder businesses who invest in green initiatives?

The debate

Hosted by the ASA’s Chairman, former Cabinet Minister Lord (Chris) Smith, this event provided the opportunity for attendees to discuss the ASA’s past judgments in this area and debate likely developments in the use of environmental claims in ads.   

Discussions on the day were led by:
Lord Chris Smith, ASA Chairman
Christopher Graham, ASA Director General
John Grant, Independent Consultant and Author of The Green Marketing Manifesto
Ed Mayo, Chief Executive New NCC     

The issues raised at this seminar have been compiled into a report and the ASA Council and Executive will use the findings to inform their future thinking and decision making surrounding environmental claims in advertising.  To view the event report click here.